Estée Lauder’s The Ordinary officially entered the Chinese market on February 13 through an exclusive launch on Sephora, after years of cross-border sales via Tmall Global. The brand has registered 24 products for China, including localized and new offerings. Known for its affordable, transparent skincare, The Ordinary has gained popularity in markets like North America and Europe. Estée Lauder’s $12 billion acquisition of The Ordinary last year highlights its focus on expanding in China, where it plans to target younger consumers. The brand will also launch on Tmall and Douyin in July.